Abstract

Managers need to know about their business performance and how to gain rapid insight into fast-growth products and profit opportunities. This case study used monthly sales revenue from sparkling beverages of data collected routinely from 14 provinces of Southern Thailand during years 2000-2006. Linear regression models of log-transformed sales revenue per 1000 population were used to analyse per capita revenue and study product preference with respect to flavour and branch location. Population data was obtained from the 2000 Population and Housing Census of Thailand. The model contains quarterly effects and interactions associated with flavour-branch and branch-year. The average annual per capita consumption value rate was 297 baht for the population of 8.087 million residents in Southern Thailand. Branches in Samui and Phuket had higher rates than other branches. In addition, areas with different proportions of Muslims in their population had different beverage preferences.

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